This isn’t a new concern in the aid industry (though i imagine the BMGF are the only ones to partner with a group as prestigious as the Cannes Lions International Festival of Creativity). Aid and development agencies have been rebranding for years. USAID and UKAID have rebranded themselves over the years. In fact, Brand Out Loud, offers specialized rebranding services for aid organizations.

This round of rebranding is very much about getting the public onboard with spending. There is a push to explain to the public (i use this term loosely to refer to #firstworldpublics) to accept that aid is working. An independent study by the Institute of Development Studies found that the British public has no idea where aid money is going and what it is doing. And the government wants to spend more money on it.

Yet, overall, the U.S. government gives very little in foreign aid. Although OECD countries have pledged to spend .7% GNI, the U.S. regularly only spends .2% GNI. Overall, that’s $25 billion out of $9.7 trillion dollars.In contrast, the UK gives $8.7 billion euros (or $13.92 billion of $1.48 trillion). In contrast, the BMGF gave away $2.4 billion in 2010 (down form $3 billion in 2009). The estimated net worth of the Gates’ is around $60 billion. And they plan to give it all away. They can do that. They’re not a country. So why this sudden urge to rebrand themselves?

Well, regardless of their reasons, i think Jenna Marbles might have a few tips.